Foster Grant Sunglasses, a leading global eyewear brand, sought to increase brand awareness in the UK and establish themselves as a quality fashion brand amongst young consumers. To best showcase the Spring/Summer '14 collection markettiers4dc advised Foster Grant to use a video treatment for editorial online placement as their primary tactic.
To coincide with the start of season 7 of the reality TV series Made in Chelsea, popular amongst the target audience, markettiers4dc shot, edited and distributed a ‘Get the Made in Chelsea Look’ video feature. Celebrity fashion stylist Naomi Isted was enlisted to host the video, giving fashion recommendations for viewers wanting to dress like key characters; Binky, Lucy and Louise.
To amplify the engagement of the video and increase media presence, editorial radio and online competitions were also placed alongside the video, giving away Foster Grant Sunglasses and high street shopping vouchers.
markettiers4dc conducted a structured campaign targeting top-tier fashion and lifestyle media outlets in order to maximise demographic-specific audience reach. Overall, 47 items of coverage were achieved across online and radio broadcast platforms with highlights including Mail Online, MSN, OK magazine, Hello TV and Female First.